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Company > Illumina: Business Model, SWOT Analysis, and Competitors 2023

Illumina: Business Model, SWOT Analysis, and Competitors 2023

Published: May 02, 2023

Inside This Article


    In this blog article, we will delve into an in-depth analysis of Illumina, a leading biotechnology company specializing in genetic sequencing and array-based technologies. We will explore Illumina's business model, which focuses on providing innovative solutions for genomic research and clinical applications. Additionally, we will conduct a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats in the ever-evolving biotech industry. Furthermore, we will examine Illumina's key competitors and their strategies, aiming to provide a comprehensive overview of the company's position and prospects in 2023.

    What You Will Learn:

    • Who owns Illumina and the significance of its ownership in the biotechnology industry.
    • The mission statement of Illumina and how it shapes the company's goals and direction.
    • How Illumina generates its revenue and the key factors that contribute to its financial success.
    • An in-depth understanding of Illumina's business model canvas and its various components.
    • A comprehensive overview of Illumina's competitors in the biotechnology market and the challenges they pose.
    • An insightful SWOT analysis of Illumina, highlighting its strengths, weaknesses, opportunities, and threats.

    Who owns Illumina?

    Illumina's Ownership Structure

    Illumina, a leading biotechnology company, has a well-structured ownership arrangement. As of the latest available information, the ownership of Illumina is divided among various institutional and individual investors.

    Institutional Investors

    Institutional investors hold a significant portion of Illumina's shares. These include well-known investment firms and asset management companies. Some of the prominent institutional investors who own shares in Illumina are:

    1. BlackRock Inc.: BlackRock Inc. is one of the largest institutional investors in Illumina. This global investment management corporation holds a substantial stake in the company.
    2. The Vanguard Group: Another major institutional investor in Illumina is The Vanguard Group. With its vast portfolio, this investment management company plays a crucial role in the ownership structure of Illumina.
    3. State Street Corporation: State Street Corporation is a trusted custodian of many institutional investors' assets, including a significant number of Illumina shares.

    Individual Shareholders

    Apart from institutional investors, there are several individual shareholders who own shares in Illumina. These individuals may include company executives, board members, and other stakeholders. While the exact ownership breakdown of individual shareholders is not publicly available, their collective ownership represents a vital component of Illumina's ownership structure.

    Founders and Executives

    The founders and executives of Illumina also hold a considerable stake in the company. As key stakeholders, they play a crucial role in shaping the strategic direction and decision-making processes of Illumina.


    In summary, Illumina's ownership is shared among institutional investors, individual shareholders, and the company's founders and executives. The presence of reputable institutional investors demonstrates the confidence in Illumina's business model and potential for future growth. This diverse ownership structure ensures a balance of interests and contributes to the continued success of Illumina as a leading biotechnology company.

    What is the mission statement of Illumina?

    Illumina's Mission Statement: Advancing Human Health by Unlocking the Power of the Genome

    Illumina, a leading genomics company, has a clear mission statement that encompasses their purpose and the impact they strive to make. Their mission is to advance human health by unlocking the power of the genome.

    The genome refers to the complete set of genetic material or DNA present in an organism. Illumina's mission statement highlights their commitment to using cutting-edge genomic technologies to understand and decipher the genetic code that forms the foundation of life.

    By unlocking the power of the genome, Illumina aims to revolutionize healthcare and improve human health in various ways. This mission statement reflects their dedication to leveraging genomics to drive scientific discoveries, develop innovative solutions, and empower individuals with valuable genetic information.

    Driving Scientific Discoveries

    Illumina's mission statement emphasizes their role in driving scientific discoveries. Their advanced genomic technologies enable researchers to uncover new insights into the genetic basis of diseases, hereditary traits, and evolutionary history. By providing the tools and resources necessary for comprehensive genetic analysis, Illumina plays a crucial role in expanding the boundaries of knowledge in genomics and related fields.

    Developing Innovative Solutions

    In addition to driving scientific discoveries, Illumina is committed to developing innovative solutions that transform the way genetic information is utilized in healthcare. Their mission statement highlights their role in pioneering new technologies and methodologies that enable faster, more accurate, and cost-effective genomic analysis.

    Illumina's innovative solutions range from high-throughput sequencing platforms to advanced bioinformatics software, enabling researchers, clinicians, and genetic counselors to unlock the potential of the genome in diagnosing diseases, guiding treatment decisions, and understanding genetic predispositions.

    Empowering Individuals with Genetic Information

    Another important aspect of Illumina's mission statement is their dedication to empowering individuals with valuable genetic information. As genomics becomes increasingly integrated into healthcare, Illumina aims to enable individuals to access and understand their own genetic data. By providing tools for personal genomics, they strive to empower individuals to make informed decisions about their health and well-being based on their unique genetic profile.

    Illumina's mission statement highlights their commitment to advancing human health through the power of genomics. By driving scientific discoveries, developing innovative solutions, and empowering individuals with genetic information, they are at the forefront of revolutionizing healthcare and improving human lives.

    How does Illumina make money?

    Revenue Streams

    Illumina, a leading biotechnology company, generates its revenue through various streams. Let's take a closer look at the key sources that contribute to Illumina's financial success.

    Genomic Sequencing Platforms

    Illumina is renowned for its innovative genomic sequencing platforms, which play a vital role in the company's revenue generation. These platforms enable researchers and healthcare professionals to analyze genetic variations and gain insights into various biological processes. Illumina offers a range of sequencing instruments, such as the NovaSeq, HiSeq, and MiSeq systems, each catering to different throughput and application requirements. With an extensive portfolio of sequencing platforms, Illumina captures a significant portion of the market share, contributing substantially to its revenue.

    Consumables and Reagents

    To perform genomic sequencing, researchers require consumables and reagents, which are critical supplies for Illumina's customers. Illumina produces a comprehensive range of consumables and reagents that are specifically designed to work seamlessly with its sequencing platforms. These include flow cells, sequencing reagents, library prep kits, and other essential components. As researchers conduct numerous sequencing experiments, the demand for these consumables remains consistently high, providing Illumina with a steady stream of revenue.

    Services and Support

    In addition to selling sequencing platforms and consumables, Illumina offers a wide array of services and support to its customers. These services include installation, training, and technical support for the optimal utilization of Illumina's products. Illumina's team of experts assists customers in experimental design, data analysis, and troubleshooting. By offering comprehensive services, Illumina ensures customer satisfaction and builds long-term relationships, resulting in recurring revenue from service contracts and support agreements.

    Genomic Solutions

    Recognizing the growing need for genomic information in various industries, Illumina provides comprehensive genomic solutions tailored to specific applications. These solutions encompass disease research, agricultural genomics, reproductive health, and more. Illumina collaborates with research institutions, pharmaceutical companies, and other organizations to develop customized genomic solutions that address their specific needs. By diversifying its offerings and catering to diverse markets, Illumina expands its customer base and revenue potential.

    Partnerships and Collaborations

    Illumina actively engages in partnerships and collaborations with other companies, research institutions, and healthcare organizations. These alliances enable Illumina to leverage complementary expertise, access new markets, and develop innovative solutions. Through partnerships, Illumina can co-develop products, expand its distribution network, and tap into new revenue streams. Collaborations with pharmaceutical companies, for example, can lead to co-development of targeted therapies or companion diagnostics, generating additional revenue for Illumina.


    Illumina's revenue generation is fueled by its genomic sequencing platforms, consumables, and reagents. Additionally, the company's services and support offerings, as well as its focus on developing tailored genomic solutions and establishing strategic partnerships, contribute significantly to its financial success. By consistently innovating and providing comprehensive solutions, Illumina continues to strengthen its position as a leader in the genomics industry and drive its revenue growth.

    Illumina Business Model Canvas Explained

    What is the Business Model Canvas?

    The Business Model Canvas is a strategic management tool that helps businesses to visualize and analyze their business model in a structured way. It provides a holistic view of the key components of a business and how they interact with each other to create value and generate revenue. The canvas consists of nine key building blocks that cover the essential aspects of a business, including customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.

    Understanding Illumina's Business Model Canvas

    Illumina, a leading biotechnology company, has a complex and multifaceted business model that encompasses various aspects of the genomics industry. Let's delve into each component of Illumina's Business Model Canvas to gain a deeper understanding of how the company operates.

    Customer Segments

    Illumina primarily serves two main customer segments: research institutions and clinical laboratories. Research institutions include universities, pharmaceutical companies, and government research organizations, while clinical laboratories consist of medical centers and hospitals. By catering to these distinct customer segments, Illumina can tailor its products and services to meet the specific needs and requirements of each group.

    Value Propositions

    Illumina's value propositions revolve around its cutting-edge genomic sequencing technology and its ability to generate vast amounts of genetic data quickly and accurately. By providing highly accurate and cost-effective DNA sequencing solutions, Illumina enables researchers and clinicians to gain valuable insights into the human genome, leading to advancements in personalized medicine, diagnostics, and drug discovery.


    Illumina employs a multi-channel approach to reach its customers. The company sells its sequencing systems, consumables, and services directly to customers through its sales force. Additionally, Illumina collaborates with distributors and partners to expand its reach and penetrate new markets effectively. This multi-channel strategy enables Illumina to leverage various distribution channels to maximize its market coverage and customer reach.

    Customer Relationships

    Illumina maintains strong customer relationships through a combination of direct engagement, customer support, and ongoing collaboration. The company provides extensive customer support and training to ensure users can effectively operate and utilize Illumina's sequencing systems. Moreover, Illumina encourages feedback and collaboration, fostering a culture of continuous improvement and innovation.

    Revenue Streams

    Illumina generates revenue through three primary streams: the sale of sequencing instruments, the sale of consumables (such as reagents and cartridges), and the provision of sequencing services. These revenue streams are closely intertwined, as the sale of instruments often leads to recurring sales of consumables, and the provision of sequencing services complements the usage of Illumina's products. By diversifying its revenue streams, Illumina has created a robust and sustainable business model.

    Key Activities

    Illumina's key activities revolve around research and development, manufacturing, sales and marketing, and customer support. The company heavily invests in research and development to drive innovation and develop new products and services. Additionally, Illumina operates advanced manufacturing facilities to produce its sequencing systems and consumables. The sales and marketing teams play a crucial role in promoting Illumina's offerings and expanding its customer base, while the customer support team ensures users receive timely assistance and support.

    Key Resources

    Illumina's key resources include its intellectual property, proprietary technologies, research and development capabilities, manufacturing facilities, and its skilled workforce. The company's strong intellectual property portfolio provides a competitive advantage, protecting its innovations and enabling it to maintain market leadership. Furthermore, Illumina's state-of-the-art manufacturing facilities ensure the production of high-quality instruments and consumables, while its talented employees drive the company's success through their expertise and dedication.

    Key Partnerships

    Illumina actively collaborates with various partners to enhance its business model. These partnerships include academic institutions, pharmaceutical companies, research organizations, and healthcare providers. By partnering with these entities, Illumina gains access to a broader network of expertise, resources, and customer bases. This collaborative approach allows Illumina to leverage the strengths of its partners and accelerate innovation and adoption within the genomics industry.

    Cost Structure

    Illumina's cost structure encompasses research and development expenses, manufacturing costs, sales and marketing expenses, and operational costs associated with customer support and service provision. The company invests significantly in research and development to drive technological advancements and maintain competitiveness. Manufacturing costs include the production of sequencing systems and consumables, while sales and marketing expenses encompass promotional activities and customer acquisition efforts. Finally, operational costs cover customer support, training, and service provision.

    In conclusion, Illumina's Business Model Canvas provides a comprehensive overview of the company's strategic approach to the genomics industry. By understanding the interplay between its customer segments, value propositions, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure, one can gain valuable insights into Illumina's business model and the factors contributing to its success in the rapidly evolving field of genomics.

    Which companies are the competitors of Illumina?


    In the field of genomics and genetic sequencing, Illumina has established itself as a prominent player with its innovative technologies and solutions. However, it operates in a highly competitive industry where several companies are vying for market share and pushing the boundaries of genomic research. In this section, we will explore some of the key competitors of Illumina and their unique offerings.

    Thermo Fisher Scientific

    Thermo Fisher Scientific is one of the leading competitors of Illumina. With a strong presence in the life sciences industry, Thermo Fisher offers a diverse range of products and services, including genetic sequencing and analysis solutions. The company's Ion Torrent sequencing platform, based on semiconductor sequencing technology, provides researchers with fast and cost-effective sequencing capabilities. Thermo Fisher also boasts an extensive portfolio of genetic analysis tools and reagents, making it a formidable competitor in the genomics market.

    Pacific Biosciences

    Pacific Biosciences (PacBio) is another notable competitor of Illumina. PacBio specializes in long-read sequencing technologies, which enable scientists to obtain more comprehensive and accurate genomic information compared to short-read sequencing methods. Its proprietary single-molecule real-time (SMRT) sequencing technology offers advantages in studying complex genomic regions, structural variations, and epigenetics. PacBio's unique approach has gained traction in research areas such as human genetics, agriculture, and microbiology, positioning them as a strong alternative to Illumina's offerings.

    Oxford Nanopore Technologies

    Oxford Nanopore Technologies is a disruptive player in the genomics market and a direct competitor of Illumina. The company's nanopore sequencing technology allows real-time analysis of DNA and RNA molecules as they pass through a nanopore, enabling long-read sequencing with minimal sample preparation requirements. Oxford Nanopore's portable MinION sequencer has gained popularity among researchers due to its versatility and ability to generate long reads, making it suitable for applications such as infectious disease monitoring and field-based research. With continuous advancements in their technology, Oxford Nanopore poses a significant challenge to Illumina's market dominance.

    BGI Group

    BGI Group, a Chinese genomics company, has emerged as a major competitor to Illumina. With its extensive sequencing capacity and global presence, BGI offers a wide range of sequencing services and solutions. The company has made significant contributions to large-scale genomics projects and has been at the forefront of genomic research in areas such as human health, agriculture, and environmental studies. BGI's competitive advantage lies in its ability to offer cost-effective solutions and its strong focus on genomics research collaborations, making it a formidable competitor in the genomics market.


    While Illumina remains a dominant force in the genomics industry, it faces stiff competition from companies like Thermo Fisher Scientific, Pacific Biosciences, Oxford Nanopore Technologies, and BGI Group. Each competitor brings unique technologies, sequencing platforms, and expertise to the table, catering to different research needs and driving innovation in the field. As the genomics market continues to evolve, the competition between these companies will likely fuel advancements, benefitting researchers and ultimately advancing our understanding of the human genome and beyond.

    Illumina SWOT Analysis


    • Leading market position: Illumina is the dominant player in the genomics and sequencing industry, holding a significant market share. The company's innovative technologies have cemented its position as a leader in the field, giving it a competitive edge over its rivals.

    • Broad product portfolio: Illumina offers a wide range of products and solutions, including sequencing platforms, reagents, and analysis software. This diverse product portfolio allows the company to cater to different customer needs and capture various market segments.

    • Strong research and development capabilities: Illumina invests heavily in research and development, consistently introducing new products and enhancing existing ones. The company's commitment to innovation enables it to stay ahead of the curve and maintain its technological superiority.


    • High dependence on research funding: Illumina heavily relies on government grants and research funding to finance its operations. Any reduction in funding or a shift in research priorities could have a negative impact on the company's revenue and profitability.

    • Costly products: Illumina's advanced sequencing platforms and associated consumables come with a high price tag. This can be a deterrent for smaller research institutions or budget-constrained customers, limiting the company's market reach and potential customer base.

    • Vulnerability to regulatory changes: The genomics industry is subject to evolving regulations and policies, which can impact Illumina's operations. Changes in regulatory requirements, particularly regarding genetic privacy and data protection, could pose challenges for the company in complying with these guidelines.


    • Growing demand for genetic testing: The increasing adoption of personalized medicine and the rising prevalence of genetic disorders create a significant opportunity for Illumina. The company can capitalize on this trend by expanding its genetic testing offerings and partnering with healthcare providers to integrate genomics into clinical practice.

    • Expansion into emerging markets: Illumina has the opportunity to tap into the growing genomics markets in emerging economies. These regions, such as China and India, have a large population base and a rising interest in genetic research and healthcare. By establishing a strong presence in these markets, Illumina can drive revenue growth and gain a competitive advantage.

    • Partnerships and collaborations: Illumina can further strengthen its position in the industry by forming strategic partnerships and collaborations. By teaming up with other leading companies or research institutions, Illumina can leverage complementary expertise and resources to accelerate innovation and expand its market reach.


    • Intense competition: The genomics and sequencing industry is highly competitive, with several established players and new entrants vying for market share. Increased competition can lead to price pressures, reduced profit margins, and the potential loss of market dominance for Illumina.

    • Technological advancements by competitors: Rival companies are continuously investing in research and development to develop their own sequencing technologies. If a competitor introduces a breakthrough technology that surpasses Illumina's offerings, it could pose a significant threat to the company's market position.

    • Intellectual property disputes: The genomics industry is prone to intellectual property disputes, with companies often engaging in legal battles over patents and licensing rights. Such disputes can be time-consuming and costly, potentially disrupting Illumina's business operations and hindering its ability to bring new products to market.

    By conducting a thorough SWOT analysis, Illumina can gain valuable insights into its internal strengths and weaknesses, as well as the external opportunities and threats it faces. This analysis serves as a basis for strategic decision-making and helps the company identify areas for improvement and growth.

    Key Takeaways

    • Illumina is a publicly traded company, so its ownership is spread among various shareholders.
    • The mission statement of Illumina is to improve human health by unlocking the power of the genome.
    • Illumina primarily generates revenue through the sale of its genetic sequencing systems, consumables, and services.
    • Illumina's business model canvas includes key elements such as value proposition, customer segments, channels, customer relationships, revenue streams, key activities, key resources, key partnerships, and cost structure.
    • Illumina faces competition from companies such as Thermo Fisher Scientific, Pacific Biosciences, and BGI Group.
    • In terms of SWOT analysis, Illumina's strengths include its market leadership, innovative technologies, and strong research partnerships. However, its weaknesses include high costs and dependency on government funding. Opportunities for Illumina lie in the growing demand for genetic sequencing, while threats include potential regulatory challenges and competition from emerging technologies.


    In conclusion, Illumina is a leading company in the genomics industry, known for its innovative technologies and solutions. As for ownership, Illumina is a publicly traded company, with a diversified ownership structure.

    The mission statement of Illumina is to improve human health by unlocking the power of the genome. With a focus on advancing genomics through sequencing technology, Illumina aims to revolutionize healthcare and enable personalized medicine.

    In terms of revenue generation, Illumina primarily makes money through the sale of its sequencing systems, consumables, and services. By providing cutting-edge genomic solutions, Illumina caters to a wide range of customers, including research institutions, pharmaceutical companies, and clinical laboratories.

    The Illumina Business Model Canvas provides a comprehensive understanding of how the company operates. It outlines key aspects such as value proposition, customer segments, revenue streams, and key resources and activities. This canvas helps in visualizing the overall business strategy of Illumina.

    In the competitive landscape, Illumina faces competition from various companies in the genomics industry. Some of its key competitors include Thermo Fisher Scientific, Pacific Biosciences, and BGI Group. These companies also offer sequencing technologies and solutions, making the genomics industry highly competitive.

    Lastly, a SWOT analysis of Illumina reveals the company's strengths, weaknesses, opportunities, and threats. Illumina's strengths lie in its technological leadership and strong brand reputation, while weaknesses include potential dependence on a limited number of customers. Opportunities for Illumina are driven by the growth of precision medicine and expanding genomics applications. However, the company also faces threats such as regulatory challenges and market saturation.

    Overall, Illumina remains a dominant player in the genomics industry, constantly striving to unlock the potential of the genome and drive advancements in healthcare. With its mission-driven approach and innovative solutions, Illumina is well-positioned for continued success in the future.


    What are 5 examples of weakness in SWOT analysis?

    1. Lack of market knowledge or understanding: This weakness indicates that the organization may not have a deep understanding of its target market, leading to potential missed opportunities or ineffective marketing strategies.

    2. Limited financial resources: When an organization faces a lack of financial resources, it may struggle to invest in necessary equipment, research and development, or marketing activities, hindering its ability to compete effectively in the market.

    3. Inefficient processes or operations: This weakness suggests that the organization may have inefficient processes or operations that result in increased costs, delays, or poor quality products or services, ultimately impacting its competitiveness.

    4. Dependence on a single supplier or customer: If an organization relies heavily on a single supplier or customer, it becomes vulnerable to disruptions in the supply chain or changes in customer preferences, potentially causing significant negative impacts on its business.

    5. Weak brand image or reputation: A weak brand image or reputation can lead to decreased customer trust and loyalty, making it difficult for the organization to attract new customers or retain existing ones. This weakness can also make it challenging to differentiate from competitors in the market.

    What is SWOT analysis about the supply chain strategy?

    SWOT analysis is a framework used to evaluate the strengths, weaknesses, opportunities, and threats associated with a particular strategy or business. When applied to the supply chain strategy, it helps to identify internal and external factors that can impact the effectiveness and efficiency of the supply chain.

    Strengths: These are the internal factors that provide a competitive advantage to the supply chain strategy. It could include factors like strong supplier relationships, efficient logistics management, advanced technology, or cost-effective sourcing.

    Weaknesses: These are the internal factors that hinder the supply chain strategy's performance. Common weaknesses can be poor inventory management, lack of visibility, unreliable suppliers, or inadequate infrastructure.

    Opportunities: These are the external factors that can be leveraged to improve the supply chain strategy. Opportunities may include new market expansions, emerging technologies, strategic partnerships, or changes in regulations that benefit the supply chain.

    Threats: These are the external factors that pose challenges or risks to the supply chain strategy. Threats may include economic downturns, intense competition, natural disasters, geopolitical issues, or disruptions in the global supply chain.

    By conducting a SWOT analysis on the supply chain strategy, organizations can gain a comprehensive understanding of its current state and identify areas that need improvement or potential risks that need to be mitigated. This analysis helps in devising strategies to capitalize on strengths, address weaknesses, exploit opportunities, and minimize threats, ultimately leading to an optimized and resilient supply chain strategy.

    How can I find a SWOT analysis on a company?

    There are several methods to find a SWOT analysis on a company:

    1. Company Website: Start by checking the official website of the company you are interested in. Many companies provide SWOT analysis as part of their annual reports or investor presentations. Look for sections like "About Us," "Investor Relations," or "Corporate Governance" on their website.

    2. Financial Websites: Financial websites such as Bloomberg, Reuters, and Yahoo Finance often provide SWOT analysis on various companies. Visit these websites, search for the company name, and explore the analysis sections or research reports available.

    3. Business Databases: Utilize business databases like Hoovers, Factiva, or Business Source Complete. These platforms offer a wide range of business information, including SWOT analysis reports. You may need a subscription or access through your educational institution or local library to use these databases.

    4. Market Research Reports: Companies that provide market research reports, such as MarketResearch.com or IBISWorld, often include SWOT analysis as part of their offerings. These reports can be purchased or accessed through a subscription.

    5. Search Engines: Conduct a simple search on search engines like Google or Bing using the company name along with "SWOT analysis." You will likely find various sources, including articles, blog posts, or research papers that provide SWOT analysis on the company.

    6. Professional Analysts: Look for reports or analysis conducted by professional analysts or research firms like McKinsey, PwC, or Deloitte. These organizations often publish industry reports that may include SWOT analysis of specific companies.

    Remember that while SWOT analysis can be helpful, it is important to critically evaluate the sources and consider multiple perspectives to gain a holistic understanding of the company's strengths, weaknesses, opportunities, and threats.

    What is the 4 piece in SWOT analysis?

    The 4 piece in SWOT analysis refers to the four main components that are assessed when conducting a SWOT analysis. These components are:

    1. Strengths: These are the internal factors that give an organization a competitive advantage over others. These can include resources, capabilities, expertise, brand reputation, or any other positive attributes that make the organization stand out.

    2. Weaknesses: These are the internal factors that put an organization at a disadvantage compared to others. Weaknesses can include lack of resources, outdated technology, poor management, or any other negative aspects that hinder the organization's performance.

    3. Opportunities: These are the external factors that present potential avenues for growth and success. Opportunities can arise from changes in the market, new technologies, emerging trends, or any other positive developments that an organization can capitalize on.

    4. Threats: These are the external factors that pose risks and challenges to an organization's success. Threats can include competition, economic downturns, changing consumer preferences, regulatory changes, or any other negative factors that may impact the organization's performance.

    By analyzing and understanding these four components, an organization can gain valuable insights into its current position, identify areas for improvement, and develop strategies to maximize its strengths and opportunities while mitigating weaknesses and threats.

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